It goes without saying that the QR code is dead. Really, it was dead before it began, but that’s an article for a different time.
The functionality of the code was not explained enough in its infancy, and honestly, taking out your phone, opening an app, taking a picture and waiting for the code to be recognised is far too labour-intensive to capture any passing interest from potential customers.
It’s a shame, too. If accessing the code was easier, if a phone camera automatically recognised the code when it was viewed, then this technology would have taken off. At the very least, the QR code has allowed us to learn a valuable lesson; that software alone cannot bring about a change – it must have its base in hardware, too.
So what is the best way to get the interactivity of a digital medium, with the visual impact of something physical?
One of the things that PRs are most famous for is over the top, memorable marketing ploys, something I touched upon in a previous article. These kinds of things are indisputably successful in brand building and raising public awareness… if they work.